Социалният маркетинг като подход за мотивиране и участие в двигателни и спортни дейности
Social Marketing as an Approach to Motivation and Participation in Physical and Sport Activities

Summary/Abstract: Sport participation, healthy nutrition and active lifestyle of young generation occupy significant interest in contemporary societies. The potential of sport activities to deliver a range of individual and collective benefits has a straightforward link to the complex process of social development and change at individual, group and societal levels. At the same time we witness a growing concern about decreasing rates of exercising and doing sports activities, particularly among youngsters who are usually declared to be the most active strata. Recent studies reveal that it is rather a matter of specific culture, personal interest and a range of social and psychological factors than a lack of sport providers, facilities and services. What also becomes clear is that along with the progress of increasing awareness of the importance of physical and sport activities, this still does not result in adequate progress in communication strategies. The majority of promotional campaigns designed to inspire young generations to be more physically active usually have a limited time-span and do not guarantee immediate effects on improved health or other social effects. The paper deals with some of the key elements of social marketing and its implementation in promoting sport participation and active lifestyle amongst young. Social marketing has proved as a well established approach to sensitize different social groups for supporting worthy social causes. It is also used to motivate people for doing more exercise and sport participation. Social marketing includes various methods for impact geared to create, alter or deconstruct deeply embedded cultural attitudes, behaviours, stereotypes, identities and social relations at family, community or educational levels. These methods are premised on a gradual behavioural change. Social marketing can be conceptualised as a systematic implementation of well planned, targeted and coordinated programmes, strategies and campaigns aimed to create an appropriate motivation environment for meaningful and voluntary change of attitudes and behaviours. It is also connected with overcoming barriers to participation in physical, social or sports activities. At the core of social marketing is the behavioural change of social groups. It is a multifaceted approach which is used to help solve social problems, such as enhancing health, social integration, human rights or sport participation.

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